I wanted to pick up on a thread I started yesterday on my posterous account (I know, a tumblr and a posterous? Microblogging overkill!)…
The music nerd in me (combined with my undergrad marketing background) always notices when indie-ish bands are featured in commercials. While I suppose lots of the folks who are working on Madison Avenue are either in my age cohort or younger and, therefore, probably have similar tastes in music to me, I am often confused (and a little put off) by their choices in background music for ads.
This commercial for Absolut Vodka features a Joy Division/New Order song, Ceremony:
According to this NPR article, Vodka Ad Combines Art and a Sacred Joy Division Song, this version of Ceremony is actually a cover by a Brooklyn band. Nonetheless, JD/NO fans could have strong reactions to this song choice. As one commentator said:
The flip side is to react to the commercialization of the sacred. As I clearly stated, “Ceremony” is an important song – quite possibly the last song I would think a director would incorporate into a Vodka ad
While I wouldn’t go as far as calling their songs “sacred,” I was genuinely surprised to hear this song being used in a liquor advert. Can you imagine Swing the Heartache by Bauhaus being used to sell Bud Light? Just strange.
Is there such a thing as selling out anymore? Maybe when Of Montreal reworked one of their own songs for an Outback Steakhouse commercial? Or this old Nissan Maxima ad feature How Soon Is Now? by Moz and the gang (you can watch in English here, although the audio is super-quiet)? Or maybe Sigur Ros providing the soundtrack to a video game trailer?
I have to say, though, I kind of like this Vick’s ad, with Yuki! Yuki! Yuki! by Anathallo:
According to their blog, this one commercial paid for the entire recording of their latest album. In this age of torrented mp3s and leaked albums, is this a new way for indie bands without big label support to move forward?
headsparks* 
That’s an amazing commercial.
Justin – Thanks for dropping by and commenting!
How cool is that!!! :)
http://www.theprettyproject.com
Pretty Project – Thanks for the note!
Just the other day, I was wondering aloud to my wife whether “selling out” even exists as a concept any longer after seeing Black Eyed Peas seamlessly market themselves via Target. Amazing how there is no real backlash against U2 (iPod & Blackberry). Didn’t Dylan do Victoria’s Secret with no real blowback, either? Just a few years ago, Microsoft using Start Me Up was a big deal, but now…:) (But then, what do I care, right?)
Sam – The timing is so funny! Yes, Target seems to have an interesting arrangement with musicians — lots of Target-only exclusive releases. In fact, I think I just read that Pearl Jam’s latest has no label support and is being released as a partnership between the band and Target directly.
I also enjoy spotting tracks used by BBC/Sky etc. Selling out I don’t agree, power to the artist.
Flower Boy – I hear you. I have several friends who are in indie bands, and it is hard, hard work. I’m all for bands who can find a creative way to make a living from their music. I think questions about selling out, commercialization, etc. are pretty different today than in yesterday’s indie/punk scene (which was pretty formative for me).
This sort of stuff used to really piss me off until around the time of the fantastic Volkswagon commercials where I realized that a really well done commercial more or less acts the same as a video for the band itself. This add is really cool (I was surprised when I saw the Absolut at the end) and if it turns more people onto two of my all time favorite bands, then I’m fine with it. I’m also fine with the artists I love, who don’t record music of their own any more, becoming wealthy for the great music they did record for us back in the day.
rtfoleystl – Thanks for the comments. You make a good point about ads & music videos — these days, since MTV seems to have given up a long time ago on playing actual music, artists need to find different ways to get their music out there (e.g., Rock Band/Guitar Hero, etc.).
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Not having any background in folk music at all, I must admit that the first time I heard Nick Drake was in those VW ads you mentioned. Discovering new music, from whatever source, is always a great thing!
Great post. I find that you actually discover more bands these days through commercials..for the indie guys out there, it’s a great opportunity. The flipside to that is the U2/Coldplay angle…for some reason when those guys do it, it completely rubs me the wrong way.
ps. I’d never seen the Absolut ad before. It’s brilliant.
Katie – Thanks for the kind words. Maybe it feels like the rich getting richer when the really huge bands get advertising deals featuring their songs.
Speaking of Volkswagen commercials, I remember the first time I heard Spiritualized’s “Ladies and Gentlemen We are Floating in Space” in the background. I remember wishing I could hit rewind and play it again (Tivo was little more than an idea at the time). I was so happy they were getting some airtime. Sometimes it’s commercials like these that enable a good band to keep going. I used to have issues with bands that “sold out,” but when a commercial is done tastefully and in an inspiring way … I say go for it. In this day and age where we can spend hours scouring the internet for the often simply mundane, exposure is everything. If it keeps them alive for another tour or 5 more underrated albums then so be it as far as I am concerned. Great post by the way, and a great topic.
DM — Thanks for the kind words. Back in the day, there was something special about those moments that you couldn’t instantly play back. In fact, sometimes, going back isn’t such a great thing (I recently re-watched Voltron and was horrified by how awful the whole thing was).
Thanx alot
but am wondering,why dont you guys try 2 listen to the arabic music!!
especially the modern once??
i think they are amazing
and we have 2 listen 2 different kind of music, arabic,english,american,italy, or even indian
it’s not about the country, it’s about the MUSIC am i right people??
and thanks again :)
alloya94 – Yes, there is amazing music all around the world! I think it’s always a good idea to expand our musical horizons.
This is amazing commercial ad video
Ankit – Thanks for the comment. Glad you liked the video!
[…] I were in a band, I think I would prefer to have my music used in a movie trailer than in a commercial (although, depending on the product & the ad, that would probably work for me too!). […]
[…] My favourite blog https://headsparks.com/2009/10/07/music-for-the-masses/ […]
Most projects suffer from lack of funds because inventing a consistent and effective youth participation model takes a long time to show outcomes, and is not covered by any of the modern short-term action programs. ,
Sad37 – Thanks for the comment. I agree – great outcomes often take time and, unfortunately, people can be too impatient to wait for those results.